You Want to Sell Insurance? Release the Squirrels!

Yes, this commercial is nuts

I think we can all agree, rampaging squirrels make everything better.

Let’s watch the critters invade Acme Nut Co., a fictional business, in this :30 from very real insurance firm NJM:

Forget insurance. Those workers will need stress counseling and rabies shots.

Brownstein Group developed the film, which combines real and CGI squirrels.

“The challenge and joy of this concept was striking the right balance between the surreal and the grounded,” says Pete Marquis, who directed through production house Good Behavior. “We wanted the humor to feel earned, not exaggerated.”

The spot just broke across CTV/OTT, social and digital channels.

“The team aimed to create a visually striking, cinematic reversal of expectations, based on a truth in business—that unexpected issues can and do happen,” Brownstein creative director Adrian Castillo tells Muse. “It was a logistical challenge, especially when it came to the stars of the show: live squirrels.”

Trainers spent two weeks coaching the creatures to run on conveyor belts, climb structures and interact safely with actors.

“There were a lot of factors on shoot day: moving conveyor belts, tiny metal nuts falling and rolling from one place to another,” Castillo recalls. “We all joked that the squirrels were actually the easiest part.”

Maybe the Acme conglomerate crew should go on strike—it’s been a troubled workplace for years:

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